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From The Diamond Blog...

Will Gen Y Ever Crave Diamonds?

When it comes to Millennials’ reluctance to get hitched, it isn’t just parents throwing their hands up in despair. The diamond industry has been befuddled, too, with seven leading companies throwing in together on a new marketing campaign intended to win over those casual Gen Y kids. Sarah Mahoney on MediaPost analyzes the forces in play in this quixotic group.

Last year, a group of leading diamond-mining companies, including industry leader De Beers, formed an alliance called the Diamond Producers Association, with an initial budget of $6 million. And while the new campaign, themed “Real is Rare,” isn’t scheduled to break until the fall, agency Mother New York is unveiling some of the research that guided the marketing effort.

Read more: Will Gen Y Ever Crave Diamonds?

Diamonds make a woman weep and a man weak in the knees

In the 1953 classic Hollywood film, Gentlemen Prefer Blondes, Marilyn Monroe, gave a legendary performance. Clad in a bright pink ball gown and dazzling diamonds, she epitomised the significance of diamonds with her upbeat and seductive song: Diamonds Are a Girl's Best Friend. Since the 1950s, a diamond engagement ring has become the obsession of American women influenced by the advertising industries that combined desire with commerce and went onto to say, "Diamonds are forever." 

Read more: Diamonds make a woman weep and a man weak in the knees

Why Diamonds Are Used In Engagement And Wedding Rings

In celebration of those loving couples who are about to tie the knot, we offer this wonderful exploration of why diamonds are used for the purpose of engagement and wedding rings. The practice wasn't always so. Many factors came to influence this now common practice, none the least of which was profit. But let's start at the beginning.

The diamond's moniker is derived from the Greek word adamas, a word meaning “unconquerable"; befitting for a stone that holds the highest position for hardness on the Mohs scale and one in which can stand the test of time to symbolize love. Today a man presents his prospective bride with an engagement ring upon acceptance of his marriage proposal. Anthropologists believe this tradition originated from a Roman custom in which wives wore rings attached to small keys, indicating their husbands' ownership.

Read more: Why Diamonds Are Used In Engagement And Wedding Rings

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